Below the line marketing company Theme Ventures has signed a group of well-known real estate companies in Mumbai to sell the residential properties directly to the corporate employees by setting up shops inside the large work premises, the news reports said.
The three companies namely Puranik, Ravi Group and Disha Direct have hired Theme Ventures as a nodal agency to drive their home sales into the untapped and extremely profitable corporate premises.
Theme Ventures CEO Rajan Guha said, “Traditionally realty companies were over dependent on a few leading newspapers and handful of dealers to sell their products.”
“We are trying to open up, low cost-direct marketing options for the real estate sector as practiced conventionally by consumer durable firms,” he added.
Meanwhile during the recent times, the corporate premises with a large employee base has become the playing ground for both consumer durables and real estate companies who had been hard pressed to sell and has been experiencing low yield from expensive advertisement.
The idea came into existence in U.S., where since the last four years; the real estate companies have been seeking secured employable human resource inside large corporate premise as mortgage buyers.
Rajan said, “Perhaps Indian real-estate companies still lack the innovative ideas to sell homes and may be way behind their American counterparts yet experintial marketing agencies like Theme Ventures are quickly filling in the gap. And we are learning from the U.S.A market.”
A day long promotional activity has been planned inside the premises of large corporate in Pune and Mumbai. Through the HR departments of as many as 150 companies including CRISIL, ACC, Wipro, Videocon, Neelkamal, Nerolac,
Theme Ventures will offer a wide range of benefits to their employees ranging from overseas holidays, free car parking, waiver of registration fee, flat discount on properties, complete range of home electronics and many other goodies.
Guha also stated, “Real estate players are realizing that they cannot devalue their brand through consumer offers advertised loudly in newspapers. Instead they are switching to BTL marketing where offers are being channeled through corporate HR to their employees on selective basis.”
Theme Ventures is a full service diversified brand management company in India with diversified interests in corporate, product and retail marketing, dealer distribution management, employ relation management, media management, entertainment marketing, country marketing, financial communication, government relations, events and celebrity management.
